Artificial intelligence is changing how brands create content, communicate with customers and manage digital campaigns. However, the rapid growth of AI generated content is also creating a new challenge for marketers. Consumers are becoming more selective about which sources they trust, particularly when making shopping decisions.
According to a September 2026 Gartner survey, 35 percent of consumers said they rely less on influencers for shopping information and recommendations because of the growing prevalence of AI generated content. The survey included 1,006 US consumers and was conducted between May and June 2026.
AI Is Changing Consumer Trust
The increasing availability of AI generated content has created a much larger volume of digital material across social platforms, brand websites and creator channels. While this technology allows marketers to produce content more efficiently, consumers are also questioning whether what they see is genuine.
Gartner found that 65 percent of surveyed consumers believe brands are producing too much AI generated content in their marketing materials. Additionally, 57 percent said the increase in such content has made them less trusting of brand messaging overall.
Therefore, the challenge for marketing teams is no longer simply producing more content. Instead, brands need to make their content useful, distinctive and credible.
Influencer Marketing Faces a New Challenge
Influencers have traditionally played an important role in helping consumers discover products and evaluate brands. Their personal experiences and recommendations can create a sense of connection that conventional advertising may not always achieve.
However, AI generated images, videos and text are making it more difficult for audiences to distinguish authentic creator content from synthetic material. As a result, Influencer Marketing is entering a period where credibility may matter more than content volume.
Gartner reported that 43 percent of consumers now rely more on real people for shopping information and recommendations because of the prevalence of AI generated content.
This shift does not mean consumers are rejecting influencers altogether. Instead, it suggests that marketers may need to pay greater attention to genuine expertise, transparent partnerships and real customer experiences.
Authenticity Is Becoming a Marketing Asset
Authenticity is increasingly becoming part of a brand’s digital value. Consumers have access to more content than ever, yet greater availability does not necessarily translate into greater trust.
Moreover, brands that use AI extensively may need to demonstrate why their content deserves attention. Real customer stories, expert perspectives and creator experiences can provide context that automatically generated material may struggle to replicate.
This is particularly relevant to Customer experience strategies because consumers increasingly evaluate brands through multiple interactions rather than a single advertisement.
Quality Matters More Than Content Volume
AI can help marketing teams create content at remarkable speed. Nevertheless, producing large volumes of material does not automatically improve customer engagement.
Gartner’s findings suggest that marketers should focus on how AI improves relevance, creativity and customer experiences rather than simply increasing output.
Consequently, marketing leaders may need to rethink their content workflows. AI can support research, editing, personalization and campaign development, while human teams remain responsible for judgment, originality and brand credibility.
Data Driven Marketing Needs a Human Perspective
Data driven marketing can help businesses understand what customers respond to and how their preferences evolve. Yet data alone cannot determine whether an audience will perceive content as authentic.
For example, an analytics platform may identify which creator generates strong engagement, but marketers still need to examine the quality of that engagement and the credibility of the creator’s relationship with the audience.
Similarly, customer data can support personalization, but excessive automation can make interactions feel impersonal. Therefore, technology should enhance human understanding rather than replace it.
Martech Is Moving Toward Responsible AI
The findings also highlight a broader development within the MarTech ecosystem. Marketing platforms are increasingly integrating AI for content creation, audience analysis, personalization and campaign automation.
Meanwhile, marketers are becoming more aware that AI adoption requires governance. Gartner recommends that organizations use AI thoughtfully and establish clear guidelines around its use, including within brand and influencer partnerships.
These developments are closely connected with Digital marketing innovations. The next phase of MarTech may focus less on how much content AI can generate and more on how effectively technology can support meaningful customer relationships.
The Growing Importance of Real People
The finding that 43 percent of surveyed consumers rely more on real people for shopping information provides an important signal for marketers. Human experiences can offer context, credibility and emotional connection that consumers may value when navigating an increasingly AI saturated environment.
Additionally, user generated content can give brands another way to demonstrate real world experiences. Gartner recently highlighted user generated content as a way for brands to address AI fatigue while maintaining authenticity and credibility.
As a result, Brand engagement strategies may increasingly combine AI assisted marketing operations with genuine human voices.
What This Means for Marketing Technology
The changing relationship between consumers and AI generated content does not suggest that businesses should abandon artificial intelligence. Rather, it indicates that marketers need to become more deliberate about where and how they use it.
AI can help teams analyze data, personalize experiences and improve operational efficiency. However, human oversight remains important when content influences brand perception and purchasing decisions.
Technology insights from the wider marketing ecosystem point toward a hybrid model in which AI handles repetitive and analytical activities while people provide creativity, expertise and authenticity.
Practical Insights for Future Marketing
The latest Gartner findings suggest that marketers should measure more than impressions and engagement. Trust, credibility and the quality of customer interactions are becoming increasingly important as AI generated content becomes more common.
Brands can also review their creator partnerships and content processes to determine whether audiences can clearly understand who created the content and why they should trust it. Transparent communication can become particularly valuable when AI is involved.
Ultimately, the future of Influencer Marketing may depend less on producing more content and more on creating credible connections between people, creators and brands. Marketers that combine responsible AI adoption with genuine human experiences can build stronger foundations for long term customer relationships.
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Source : gartner.com
